How to Create Actual Demand for a Product (When Most Marketers Can’t)
That Reddit post nailed it: too many marketers hide behind vanity metrics while failing at the ONE thing that matters – making people desperately want what you’re selling.
So how do you actually create demand? Here are battle-tested strategies from marketers who drive revenue, not just “engagement”:
1. Solve a Pain Point So Effectively It Feels Personal
People don’t buy products; they buy solutions to their problems. Find the emotional wound your target audience shares, then position your product as the only legitimate healing option.
Example: Dropbox didn’t sell “cloud storage” – they solved the universal frustration of transferring files between devices when USB drives were failing us all.
2. Create Genuine Scarcity (Not Fake FOMO)
Limited availability works when it’s authentic. Constrain production intentionally to match quality standards or manufacturing capabilities, then communicate why.
Example: Supreme built a billion-dollar empire by deliberately limiting product releases, creating collector culture instead of just selling clothes.
3. Build Status Into Your Positioning
People buy things that elevate their perceived status within groups they care about. The key is understanding which specific status signals matter to your audience.
Example: Peloton isn’t selling exercise equipment; they’re selling membership to a high-performing, health-conscious community that values efficiency and results.
4. Master the Art of Strategic Contrast
Position your offering against the frustrating alternative – whether that’s a competitor or the status quo. Make the contrast so stark that choosing anything else feels absurd.
Example: Apple’s “I’m a Mac” campaign didn’t just showcase features; it created a personality divide that made PC users question their identity.
5. Demonstrate Proof Through User Transformation
Don’t tell people what your product does. Show them who they’ll become after using it, with evidence from users who’ve already made the transformation.
Example: Athletic brands never sell shoes or clothing – they sell the transformation into the athlete you aspire to be.
The marketers who understand these principles aren’t tweaking button colors or obsessing over CTRs – they’re studying psychology, human desire, and the art of positioning.
Remember: Great marketing makes people feel stupid for NOT buying your product, not clever for seeing through your tactics.
What are you selling, and which of these principles could transform your approach?